The Challenge
Ramadan is not only the month of giving, it's also become a season of increased consumerism and attention to shopping, with brands offering their customers exceptional offers and benefits. Cutting through the advertising clutter while at the same time respecting Ramadan traditions and staying true to you brand's values can be a challenge - especially for a brand like MINI with its extrovert attitude and cheeky personality. 
The Idea
Maximise the Essentials: We went back to the core of the MINI brand, its essentially inventive spirit, creativity, passion and like-a-friend character and found a common ground with the values of Ramadan. The result is a light-hearted one-taker film that presents the whole MINI model range supporting the spirit of Ramadan in a very charming way - true to MINI.​​​​​​​
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